M E M B E R M E E T I N G 3 4 S O C I A L M E D I A . O R G SA N F R A N C I S C O SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings Wells Fargo Julie Milbrand Real-time social marketing: Futbol in Brazil
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Wells Fargo: Real-time social marketing: Futbol in Brazil, presented by Julie Milbrand
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ME
M
BER M E ETIN
G 3
4
SOCIALMEDIA.ORG
SAN FRANCISCO
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 34San Francisco2-4-2015
Learn more about Member Meetingssocialmedia.org/meetings
Wells FargoJulie MilbrandReal-time social marketing: Futbolin Brazil
Case Study: Real Time Social Marketing: Futbol in Brazil Julie Milbrand SVP, Enterprise Social Media [email protected]
February 4, 2015
Wells Fargo Social Properties
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Social Media Command Centers
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Campaign
Build a Network of Advocates
Deliver Personalized Exchanges
Social Strategies
Campaign Objective
Drive Awareness and Engagement around
Soccer Sponsorships and Convenience & Access
DRIVE CHECKING CONSIDERATION
Establish an Integrated
Content Plan
Meet Millennials at
Every Touchpoint
Understand Millennial
Needs
Soccer (MLS/FMF)
Social KPIs BRAND AFFINITY: Increased Awareness for Wells Fargo Soccer
Increased Rate of Engagement With Soccer Content and Experiences
Moments that Reinforce Soccer & #GettingItDone Social Lens
• Facebook: >3X engagement rate from previous month • Twitter: >1.5X engagement rate from previous month
53K engagements
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Brazil Soccer Results
Team ESM marketing lead ESM listening & moderation 4 ESM platform managers 4 risk, legal & compliance partners 3 EM sponsorship leads 2 Digital Marketing Team consultants 9 Social and Media Buying Agency partners 24 Core Team Members!
It took a village…and lots of planning
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Key learnings
Real time isn’t really real time – plan ahead for all potential scenarios
Be flexible and ready for shifts in plan/content while activating
Join the conversation Teamwork makes the dream work
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Thank you! #GraciasMexico
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ME
M
BER M E ETIN
G 3
4
SOCIALMEDIA.ORG
SAN FRANCISCO
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 34San Francisco2-4-2015
Learn more about Member Meetingssocialmedia.org/meetings